Speedway rolls out red carpet for new fans

Daytona International Speedway and NASCAR have had a goal of attracting new fans to the sport while retaining its most loyal fans.

CHRIS GRAHAMSTAFF WRITER

DAYTONA BEACH — John and Lynn Jaskot couldn't wait to get their first taste of Daytona International Speedway. And then, after taking a tour recently of the hallowed grounds of racing, they couldn't wait to come back. “It's absolutely incredible,” Lynn Jaskot said as she and her husband, both 53, sat down to enjoy a 4th of July hot dog in the Sprint FanZone. They recently moved from New Jersey to Orange City. Officials at Daytona International Speedway are noticing a steady stream of newbies like the Jaskots coming to watch a race for the first time. Now, they are making sure to roll out the red carpet. “It's prompted us to make sure we are providing the best possible experience to those first-time fans,” said Lenny Santiago, a spokesman for the Speedway. Santiago said for the first time at the Daytona 500 this year, officials asked race fans about whether they were attending the event for the first time. More than a third of fans said it was their first time coming to Daytona Beach, Santiago said. He added that the Speedway and NASCAR have had a goal of attracting new fans to the sport while retaining its most loyal fans. And they're seeing people of all ages coming to the track. “It's a pretty broad demographic,” Santiago said. After seeing an influx of first-time guests, Santiago said the Speedway developed a guide of important tips for employees to give to fans through email, over the phone and social media. For instance, first-time fans who order tickets over the phone are given important information including directions for parking, what type of coolers are allowed on the grounds as well as a detailed map of the track. Larry Hoff, 58, of Auburn, N.Y., said the staff was really helpful as he entered the track Thursday. “People are really friendly,” he said. “They seem to have their program together.” Lynn Jaskot said she purchased her tickets online but was confused about what time the gates opened. She said she called the Speedway and got her answer right away. Santiago said it's vital to make sure fans are treated to the best experience possible. “It's important to retain those customers. That's your goal,” he said. By Thursday morning, it seemed the Jaskots had a good first impression of the Speedway. “It's fantastic,” John Jaskot said. “It's amazing to be able to get so close to the action.”